Accorder to new statistics recently release be Attributor, Google's acquisition of DoubleClick gives them 69% of the online advertising market share. This is way ahead of Yahoo! at 11.54% and MSN at 9.86%. Google recently warned about the implications of MSN and Yahoo! merging. This may have been slightly hypocritical.
Despite the enormous market share domination, the European Union’s antitrust regulator has approved this $3.1 billion deal without conditions. Shortly after this approval was given, the deal was completed.
As of April 2, 2008, approximately 300 employees have been laid off from a total of 1,500 as a result of the Google-DoubleClick acquisition. This is said to be the largest cut that Google has ever had to make. Also, the search engine section of DoubleClick, called Performics, will soon be sold by Google because it is in direct opposition to their own search engine. This may result in further layoffs down the line.
This merger of Google and DoubleClick means that other online advertising organizations such as Yahoo! and MSN will need to step up their performance significantly to even provide minor competition to Google.
http://blog.searchenginewatch.com/blog/080331-130043
http://www.techcrunch.com/2008/03/11/the-eu-approves-googles-doubleclick-deal/
http://mashable.com/2008/04/02/google-doubleclick-layoffs-2/
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